The decoration stores They usually show perfect bedrooms, but that is not the reality for the 280 million people suffering from depression, according to the World Health Organization. The disorder can be a symptom of this disease and the decoration mark Casaideas He decided to give him visibility by projecting him in his stores on the occasion of the World Day for the fight against depression.
The brand develops the message that depression can hide behind everyday life
The “depressed bedrooms” campaign transferred the concept “Depression can go unnoticed between the disorder” to 120 bedrooms staged in 40 of Casaideas stores in Peru, Colombia and Mexico. The action, devised by Boost Brand Accelerator, was launched last January, but the agency has now shared some of the results of the initiative.
The goal of the brand not only went to give visibility to the disease, but also for raising awareness among the population and helping to recognize their symptoms in time. Thus, in each of the posters that accompanied the bedrooms created for the action, Casaidas inserted a QR code that redirected resources help for people with possible depression pictures.
Beyond physical stores, Casaidas moved the campaign to its website, modifying product images of bedroom for others who showed the disorder. And thus promoted the scope of the initiative and also participated in the action to consumers of their digital business, under the same awareness purpose.
The support of Casaideas to the cause also went through the economic. The campaign included donations to different mental health institutions, based on a percentage of sales obtained with the articles shown in the bedrooms.
“Depression can go unnoticed among the disorder. For World Fighting Depression Day, we show a reality that is important to meet on time ”indicates the brand in the Case Study of the campaign. “Suicides related to depression have increased almost 20% in Latin America, but identifying them is complicated because they are not easily perceived“
As reflected in the case, with “messy bedrooms” Casaideas managed to impact more than 150,000 people in their stores, and obtained more than one million of impacts combining it with the web traffic received during the period that was activated the campaign. All this according to the Case Study, which also values the presence of the brand in specialized media.
“It is one of the most powerful, brave and personal actions that we have worked on in the agency and that would be impossible to achieve without a brave client and that all personnel are also taken. There is the beauty of this team and this brand”Said Luciana Olivares Cortés, co-founder of Boost Brand Accelerator, on LinkedIn.
